Some Interactions Are More Equal Than Others: The Effect of Influencer Endorsements in Social Media Brand Posts on Engagement and Online Store Performance

IF 6.8 1区 管理学 Q1 BUSINESS
Adrian Waltenrath, C. Brenner, O. Hinz
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引用次数: 5

Abstract

This study investigates the value of influencer endorsement within brand-owned social media posts in terms of engagement and online store performance. Specifically, it focuses on how endorser-caused engagement translates to online store performance. The authors examine metrics that capture short-term performance (online shop visits and immediate sales) by tracking immediate responses to social media posts. They conduct an empirical analysis based on real Facebook posts published over 1.5 years by a leading European online fashion retailer that targets young adults. To confirm results and shed light on the underlying mechanisms, the authors further conduct a randomized online experiment (N = 305) that mimics the field study. They find that influencer endorsements are associated with increased engagement and that engagement is associated with higher online store performance. The results show that endorsement negatively moderates the effect of engagement because it distracts from the products (i.e., the “vampire effect”). The authors conclude that consumers’ underlying intentions of engaging with social media posts vary, which implies that engagement caused by an endorser has less economic value than engagement motivated by other (e.g., product-related) reasons. From a practical perspective, social media brand post endorsement should be considered a tool for brand marketing rather than for performance marketing, and social media metrics should be interpreted with care, because not all engagement may help online store performance.
一些互动比其他互动更平等:社交媒体品牌帖子中的影响力背书对参与度和网店业绩的影响
本研究调查了品牌社交媒体帖子中影响者背书在参与度和网店表现方面的价值。具体来说,它关注的是代言人引起的参与如何转化为在线商店的表现。作者通过跟踪对社交媒体帖子的即时反应,研究了捕捉短期业绩(网店访问量和即时销售额)的指标。他们根据一家欧洲领先的在线时尚零售商1.5年来发布的Facebook真实帖子进行了实证分析,该零售商针对年轻人。为了证实结果并阐明潜在的机制,作者进一步进行了一项随机在线实验(N = 305),其模拟现场研究。他们发现,有影响力的代言与参与度的提高有关,而参与度与网店业绩的提高有关。研究结果表明,背书对参与的效果有负面影响,因为它会分散对产品的注意力(即“吸血鬼效应”)。作者得出结论,消费者参与社交媒体帖子的潜在意图各不相同,这意味着由代言人引起的参与比由其他(例如,与产品相关)原因引起的参与具有更小的经济价值。从实践的角度来看,社交媒体品牌后期背书应被视为品牌营销的工具,而不是绩效营销的工具。社交媒体指标应谨慎解读,因为并非所有参与都有助于网店绩效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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